“In this era of highly fragmented audiences and on-demand entertainment, the opportunity for success is less about developing a TV show, and more about building an always-on brand,” reports Paige Albiniak in a very smart piece for B&C.
In her essay she explains how a number of shows, such as the Warner Bros. syndicated talker “Ellen,” have taken to this idea so completely that they have “honed it to a fine art.”
Albiniak writes, “Today, development still starts with the TV show, but almost as much consideration must be given to concurrent platforms, whether those are the Web, YouTube, Facebook, Twitter, Instagram, Pinterest, Tumblr, Vine, Snapchat or all of the above. While social media performance isn’t counted in a TV show’s ratings—something that needs to change—it’s certainly factored into a brand’s overall performance and value.”
We urge you to read this entire piece, which you can get to by clicking on the link, above. (Note: B&C charges to read some of its content online.)